Green Restaurant Attributes, Environmental Concern, and Intention to Visit Green Restaurants: The Behavior of Young Indonesian Consumers with Moderating Effect of Attitude

This study aims to reveal how green restaurant attributes and environmental concern can influence the green consumption behavior of young consumers in Indonesia. This study also involves attitudes toward green restaurants to see its influences on the relationship between green restaurant attributes and environmental concern regarding the intention to visit green restaurants. This study involved 200 participants aged 17 to 30 who were collected using a purposive sampling technique to respond to a self-administered questionnaire. The data that has been collected is analyzed using moderated regression analysis. The findings showed that green restaurant attributes and environmental concern influenced the intention to visit green restaurants in Indonesia. This study also showed that attitude toward green restaurants was not a moderator for green restaurant attributes toward intention to visit green restaurants. However, attitude toward green restaurants moderated environmental concern toward the intention to visit green restaurants. These findings provide new insight into the behavior of young consumers in Indonesia and its impact on the green restaurant business.